The marketing plan handbook

著者

• Wood, Marian Burk

書誌事項

The marketing plan handbook

Marian Burk Wood

Prentice Hall, c2011

4th ed

注記

Includes bibliographical references and index

内容説明・目次

内容説明

A step-by-step guide to creating a customized marketing plan. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan. The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.

目次

Chapter 1: Marketing Planning: New Urgency, New Possibilities Chapter 2: Analyzing the Current Situation Chapter 3: Understanding Markets and Customers Chapter 4: Planning Segmentation, Targeting, and Positioning Chapter 5: Planning Direction, Objectives, and Marketing Support Chapter 6: Developing Product and Brand Strategy Chapter 7: Developing Pricing Strategy Chapter 8: Developing Channel and Logistics Strategy Chapter 9: Developing Marketing Communications and Influence Strategy Chapter 10: Planning Metrics and Implementation Control

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB03579565
• ISBN:
  • 9780136089360
• LCCN: 2010000740
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, NJ
• ページ数/冊数: xiv, 210 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.13
  • DC22 : 658.8/02
• 件名:
  • LCSH : Marketing -- Management -- Handbooks, manuals, etc